30 Sep How to successfully market a product online using the 4Ps: Dyson V8 Vacuum Case study
Do you know one of the critical foundations to successfully marketing your products and increasing your sales is your 4Ps?!
If you don’t have these elements right, you’re going to struggle to scale your product brands like you want to.
Here’s a look at what they are and how Dyson uses them to successfully market their V8 vacuum cleaner products.
1. Product
Your product must fundamentally address a need that your consumers have and ideally deliver something that sets it apart from competitors. Do you have proof that it does?
→ Use market research & customer reviews to find out. If you uncover any gaps, fix them!
1.
Product
Dyson does an amazing job of this. Addressing key issues consumers had with existing vacuums:
- too heavy
- bulky & unwieldy
- wires everywhere
- poor suction strength
2. Price
Landing this gets your brand profitable and keeps it there. Do you know your sweet spot?
HINT: It encourages tons of purchases PLUS gives you profitable margins.
→ Assess competitive price points, your cost of goods and the value consumers place on what your product offers (factor in what makes your brand different)
2.
Price
You don’t see Dyson sleeping on this….their technology is what makes them different and they charge a PREMIUM for it!
They’re at the high point of the market but can justify that because their differentiator is WELL-AHEAD ahead of their competitors.
You can be sure these price points keep them profitable!
3. Promotions
These are an invaluable tactic for product brands but can quickly get your financials in the red if you don’t use them right 
.
→ You should have a mix of these different types → new product feature, seasonal & holiday, customer loyalty, campaign focused and lead generation
3.
Promotion
As a premium brand, Dyson focuses less on discount promotions…
INSTEAD gives offers to support its proposition of exceptional performance AND encourage cross purchase of their other products
4. Placement
It’s all about your product shelf with this! What’s on your product landing page?
→ Do you have the right elements on your landing page to get strong conversions to ensure its converting?? Images, videos, messaging, product information…
4.
Placement
Dyson does a phenomenal job with their landing page!
Using vides and images that showcase WHY they DELIVER their promise of exceptional performance.
And reviews to SELL you on the experience you could have with their products.
Do you have your 4Ps optimized to successfully market your products? Which of 1, 2, 3 or 4 needs the most work? Let me know in the comments 
Hi I’m “Obehi”, An award-winning Marketing Strategist leading multi-million Fortune 500 Global brands. Aurora Ẹ̀yà is my brainchild, created to help business owners get the strategic marketing expertise they need to achieve their goal of building their brands for the long term.
Follow me on Instagram @auroraeya & Facebook @Auroraeya for more practical marketing tips to scale your brand.
Interested in how we can work together? Learn more about my signature Coaching Program where I work with business owners selling physical products create strategic Marketing plans that drive the visibility, they need to scale to 6 figures & beyond!
Excited to help you electrify your brand!
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